GM Nameplate (GMN) created an aluminum label for USNR, an innovative company that manufactures a complete line of state-of-the-art equipment for cutting, handling, and drying lumber. USNR started as a small sawmill equipment supplier and has grown to be a global leader in the wood processing industry.

USNR came to GMN to find a way to cut costs on their current nameplates in order to continue to maintain a strong brand identity on all of their equipment. Although changes needed to be made, USNR still favored the finish and dimensions of their prior nameplate. Luckily, GMN had the expertise to provide an aluminum decal with the same look and feel, but at a lower cost.

The first step of a printing job is often color matching. This step mattered a great deal to USNR because their prominent red color is such a distinct part of their brand. Therefore, it was imperative that the correct shade of red was achieved on the decal. GMN’s custom color-matching capabilities allow us to accurately color match from a variety of different sources – in this case it was a coffee mug.

Given the nature of the industry, the label also had to be extremely durable. After collaborating with USNR, GMN decided to screen print the label on .008 aluminum with a .005 3M adhesive backing. The aluminum label was fabricated with a steel-rule die, and thermal-embossed with a magnesium die to give the part more depth and make the logo pop. To complete the look, the part was given a satin polyurethane finish.

The end result met all of USNR’s aesthetic, durability, and cost requirements. The printed aluminum decal has a sleek look that aligns with their brand identity, protects against harsh environmental conditions, and allows USNR to expand the use of their branding components.

Jeff Friday, Marketing Specialist at USNR says it best, “With the per-unit costs reduced by 60%, it added great flexibility for us to use more of them in many more applications. It was a big win for us!”